Customer Education

Chapter 4: Prospecting

Chapter 4: Prospecting

Good sales teams are able to hit their quarterly numbers and deliver revenue for the company. But just like the difference between good and great sports teams, great sales teams are able to deliver results consistently, quarter over quarter.

To replicate consistent success, managers know that generating a pipeline is key. However, prospecting is one of the most challenging tasks for a sales team to perform well consistently. Ensuring that pipeline generation is occurring at a steady rate ensures future sales predictability. The rate and quality of pipeline generation activity can be measured and reviewed by using, in turn equipping managers for important 1:1 conversations with their team members to ensure good pipeline generation habits. 

As you look to improve your team’s pipeline generation efforts, can help with three key areas:

  1. Which accounts have seen the most pipeline generation activities from your sales reps?
  2. What personas have been targeted?
  3. What type of messaging is resonating with prospects?

Which accounts have seen the most pipeline generation activities from your sales reps?

As a Sales Manager, having insight into what prospecting efforts have taken place across your team is powerful, as it enables you to provide strategic feedback, and course-correct if necessary.  

In the beginning of the quarter, evaluating activity data attributed to accounts without open opportunities will allow you to better assess whether your reps are:

  • Spending their time effectively
  • Performing the right ratio of farming vs hunting
  • Multi-threading effectively into their top target accounts

As the quarter progresses, keeping an eye on these key metrics will set your team up for success.

What personas have been targeted?

Beyond just the when and what of your team’s activities, understanding who at these key accounts your team is engaging with is equally, if not more important. At the end of the day, economic buyers and champions must be identified and engaged early on, or a deal that’s destined to be lost may drag out excessively long.

Now more than ever as teams are fully remote, having visibility into key metrics like quantity of outbound emails, and meetings with prospects is crucial.’s Analytics pages such as “Team”, and “Account” offer this visibility, so you can understand:

  • If your team is performing sufficient quantity of outreach activities
  • What personas, departments, and seniority these activities involve

Every team is different, and there is no one formula for success in sales. The additional information available in, however, helps fill in knowledge gaps.

What type of messaging is resonating with prospects?

Once you’ve developed a solid understanding of who your team is engaging, the tone and format of your team’s outreach can be evaluated if results are not lining up. Specifically, by viewing the emails and meetings that syncs to Salesforce, you can quickly determine if your reps are using the correct messaging, tone, and overall strategy in their outreach. 

For example, your team might be failing to quickly deliver a clear value proposition, establish next steps, or drive the conversation forward at the right stages.

Having access to the who, what, when, and how of your team’s prospecting activities enables sales managers to identify problem areas, clarify strategy, and drive reps forward with a data-driven approach.